PGA TOUR Canada debuts new brand campaign

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May 23, 2013, Ponte Vedra Beach, FL (ISN) – PGA TOUR Canada and its partner, MF1 Marketing, have unveiled their new brand campaign.

“The Roar Starts Here” will be the brand campaign’s theme used in ad campaigns at the National and local level. Spots featuring the theme began airing last week in promotion of the Times Colonist Island Savings Open.

“With the PGA TOUR moving forward with the launch of PGA TOUR Canada we worked with our partner MF1 Marketing on a campaign that will introduce PGA TOUR Canada to the Canadian public and builds excitement for the arrival of the PGA TOUR brand in Canada,” said PGA TOUR Canada President Jeff Monday.

The concept was the result of a collaboration between MF1 Marketing and the PGA TOUR.

“It’s important for us to quickly break through to the marketplace with this campaign. Our strategy has been to create an emotional connection between Canadian golf fans and PGA TOUR Canada using the aspirational nature of the Tour and it’s connection to the Tour and ultimately the PGA TOUR,” said Brian Woyt, Senior Director of Brand Development for the PGA TOUR.

MF1 Marketing, based in Winnipeg Manitoba, is also the host organization of The Players Cup to be contested July 15-21.

“Being an event operator gave us a unique perspective on this project,” said Ryan Hart, President of MF1 Marketing and Executive Director of The Players Cup. “Our greatest challenge was how to best use PGA TOUR alumni who started their careers in Canada in promoting the excitement of the events and the PGA TOUR players of tomorrow. We believe we’ve achieved this with “The Roar Starts Here.”

The print, digital, radio and TV campaign will use PGA TOUR Canada alumni to help focus on the fact that this Tour is the pathway to the PGA TOUR. The top five players on the season ending money list qualify for the Tour, one step away from the PGA TOUR.